DISCOVER THE UNSEARCHABLE

The Ad Council and US Forest Service wanted parents and kids to spend more time exploring trails. Easier said than done in today's busy, phone-obsessed world. But instead of fighting against technology, we leaned into it. Tweens rely on the internet to discover the world, and turn to their devices, not their parents, when they have questions. We used these insights to show that some discoveries, and emotional connections, can only be found in nature.